Excellence in customer experience has become the critical differentiator in today’s competitive marketplace where your customers will not hesitate to blog, tweet or post about their experience with your brand. In fact, poor customer engagement results in an estimated $83 billion loss by U.S. enterprises each year because of defections, abandoned purchases and negative word of mouth¹.

1. 2013SantiagoSolutionsGroupInc.

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only the presenter can be heard
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2013SantiagoSolutionsGroupInc.
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3. About the Presenters
3
Carlos Santiago is a nationally-recognized business
strategist. Carlos founded SSG in 2000, developing
proprietary econometric methodologies for analysis of
multicultural segments.
He has guided strategic growth, consumer engagement, and
social marketing strategies for organizations such as AARP,
Campbell’s, Health Net, HP, Humana, J&J, Nestlé, Wells
Fargo among others.
Prior to SSG he led multicultural business units at Verizon,
Pacific Bell and Anheuser-Busch.
Derene Allen specializes in linking the highest opportunity
growth strategies with a corporation’s internal ability to
deliver. As such, Customer Experience is an area of core
competency.
Clients have included J&J, Nestlé, P&G, AARP, Target,
Walmart, Cigna, Kodak and Verizon.
2013SantiagoSolutionsGroupInc.

4. Context
4
Delivering optimum conversions, loyalty and
referrals in Total Market necessitates
getting Customer Experience right across
key growth segments
 Hispanic & Multicultural segments
confront many of the same but also
some distinct Customer Experience
challenges
 Churn is often higher
 Satisfaction ‘seems’ at par or higher than
White Non-Hispanic segment
 Repeat calls & call duration are higher
 Brand & benefits understanding takes
longer
 Delighting customers and eliciting brand
ambassadors is elusive
 Word of Mouth is higher –positive &
negative
Net Growth is harder than ever; Customer Experience stakes
have increased
2013SantiagoSolutionsGroupInc.

5. Today’s Connected Customer
5
Each touch-point presents an opportunity to satisfy a customer—or not
2013SantiagoSolutionsGroupInc.

6. Customer
Experience
Customer Experience Challenges
6
2013SantiagoSolutionsGroupInc.

7. Customer
Experience
Branding/
Pre-Adoption
Customer Experience Challenges
7
Different levels of brand/
category understanding,
language
2013SantiagoSolutionsGroupInc.

8. Customer
Experience
Branding/
Pre-Adoption
Sales/
Enrollment
Process
Customer Experience Challenges
8
Different levels of brand/
category understanding,
language
Require different
levels of hand-
holding
2013SantiagoSolutionsGroupInc.

9. Customer
Experience
Branding/
Pre-Adoption
Sales/
Enrollment
Process
Customer
Coding, CRM,
Desired
Priorities
Customer Experience Challenges
9
Different levels of brand/
category understanding,
language
Legacy Systems,
IT limitations, etc.
Require different
levels of hand-
holding
2013SantiagoSolutionsGroupInc.

10. Customer
Experience
Branding/
Pre-Adoption
Sales/
Enrollment
Process
Customer
Coding, CRM,
Desired
Priorities
New
Customer
On-Boarding
Engagement
Customer Experience Challenges
10
Different levels of brand/
category understanding,
language
Legacy Systems,
IT limitations, etc.
Require different
levels of hand-
holding
Which channels are most effective,
language, how much/how little to
explain
2013SantiagoSolutionsGroupInc.

11. Customer
Experience
Branding/
Pre-Adoption
Sales/
Enrollment
Process
Customer
Coding, CRM,
Desired
Priorities
New
Customer
On-Boarding
Engagement
Online
Experience
Customer Experience Challenges
11
Different levels of brand/
category understanding,
language
Legacy Systems,
IT limitations, etc.
Require different
levels of hand-
holding
Which channels are most effective,
language, how much/how little to
explain
Language, easy/
sophistication of
user, level of
familiarity with
product
2013SantiagoSolutionsGroupInc.

12. Customer
Experience
Branding/
Pre-Adoption
Sales/
Enrollment
Process
Customer
Coding, CRM,
Desired
Priorities
New
Customer
On-Boarding
Engagement
Online
Experience
Call Center
Experience
Customer Experience Challenges
12
Different levels of brand/
category understanding,
language
Legacy Systems,
IT limitations, etc.
Require different
levels of hand-
holding
Which channels are most effective,
language, how much/how little to
explain
Language, easy/
sophistication of
user, level of
familiarity with
product
Receptivity to
IVR, Cultural
Know-how of
CSR, Language
2013SantiagoSolutionsGroupInc.

13. But is it
impossible to do
it all right?
2013SantiagoSolutionsGroupInc.

14. Which of all these 360⁰ touch points is
most important to your customers?
14
2013SantiagoSolutionsGroupInc.

15. Which impacts results the
most?
15
2013SantiagoSolutionsGroupInc.

16. How do we filter touch points and prioritize?
Revenue Growth
Most important
to customers
Greatest impact
on business
2013SantiagoSolutionsGroupInc.

17. Advanced
Analytics
Isolate, Control
& Identify
Econometric modeling
evaluates the effect of
each touch point on
customer satisfaction,
independent of the other
touch points
17
2013SantiagoSolutionsGroupInc.

18. Greatest Impact
Multicultural
Touch points can vary by
Industry & Customer Base
Sales Process Clear Understanding Contact Center Community
Some of the most frequent include
2013SantiagoSolutionsGroupInc.

19. Multicultural Differences
Question solved on this call Hispanics appear more prone to
remain without resolution.
Hispanics also less likely to call again
19
At the Contact Center, Hispanics appear more likely to
need multiple calls*
Was your question answered or your issue resolved on this particular call?
Has your question since been answered or has your issue been resolved?
On subsequent call Unresolved
Total
Hisp.
Non-Hisp.
Total
Hispanic
Non-Hisp.
On this call
Total
Hispanic
Non-Hispanic
%
*Also true for 65+, across ethnic segments
2013SantiagoSolutionsGroupInc.

20. CSR Courteous CSR
Understand
Needs
CSR Listens
Completely
CSR Explain
Clearly
CSR
Compassionate
CSR
Knowledgeable
CSR Thorough Speed to
Resolution
Speed to
Person
9 Satisfaction Attribute Scores Studied (Top Box)
Total Non-Hispanics HispanicsNHWAf Am
Multicultural Differences
20
• Different multicultural segments vary in their responses on
satisfaction attributes
• It’s important to understand how to interpret responses
– Hispanics tend to be the most lenient
– Asian Americans the strictest (even more so than NHW)
↑ =Significantly above African American and NHW, at 90%
2013SantiagoSolutionsGroupInc.

21. Being listened to is an important attribute for the
Multicultural customer experience
21Q. Using a 1 to 5 scale where 5 is extremely important and 1 is not at all important, how important are each of the following when interacting with customer service? Q. Using a 1 to 5
scale where 5 is extremely satisfied and 1 is not at all satisfied, how satisfied were you with each of the following on your most recent call to the customer service center?
Attribute Gap Analysis for Multicultural Customers
Example
2013SantiagoSolutionsGroupInc.

22. Being listened to is an important attribute for the
Multicultural customer experience
This Contact Center is performing below average on two important attributes:
• Listens Completely and
• Provides Thorough Answers
22Q. Using a 1 to 5 scale where 5 is extremely important and 1 is not at all important, how important are each of the following when interacting with customer service? Q. Using a 1 to 5
scale where 5 is extremely satisfied and 1 is not at all satisfied, how satisfied were you with each of the following on your most recent call to the customer service center?
Attribute Gap Analysis for Multicultural Customers
Example
2013SantiagoSolutionsGroupInc.

23. Being listened to is an important attribute for the
Multicultural customer experience
This Contact Center is performing below average on two important attributes:
• Listens Completely and
• Provides Thorough Answers
Multicultural Segments require:
• Cultural know-how
• Demonstrating an understanding of their reality
• Working towards building an emotional connection
23Q. Using a 1 to 5 scale where 5 is extremely important and 1 is not at all important, how important are each of the following when interacting with customer service? Q. Using a 1 to 5
scale where 5 is extremely satisfied and 1 is not at all satisfied, how satisfied were you with each of the following on your most recent call to the customer service center?
Attribute Gap Analysis for Multicultural Customers
Example
2013SantiagoSolutionsGroupInc.

24. Multicultural Differences
24
• Hispanics also over-index in
actually selecting a
particular brand as a result
of a recommendation from a
friend or family member
• Also true of Asian and
African American
communities
Studies across clients show “Word of Mouth” appears more
influential among Hispanics – key for brand awareness, trust
and acquisition
2013SantiagoSolutionsGroupInc.

25. Higher Touch Components Needed with Certain Segments
Hispanic African
American
Asian
American
65+
Understanding the needs of your diverse population, and adapting your services to exceed
those needs increases satisfaction
 2013 Santiago Solutions Group Inc.
25
• Highly informed
approach at Call Center;
across touch points
• Local Community
Presence
• Highly respectful
approach at Call Center;
across touch points
• Local Community
Presence
• Consultative Call
Strategy at Call Center
• Understanding of
Gerontology and the
generation
• Consultative Call Strategy
at Call Center
• Local Community
Presence

26. 26
Why is Customer
Experience Important
Anyway?
2013SantiagoSolutionsGroupInc.

27. Extremely Satisfied
Somewhat Satisfied
What is the difference
between Extremely
satisfied and
Somewhat satisfied?
Interpreting Customer
Satisfaction Pitfall
By combining “Top 2 Box”
(Extremely & Somewhat
Satisfied), impact to your
business is masked – and the
need for your business to take
action is also masked
27
Overall, how satisfied are you with _____?
↑=Significantly above complement group at 90% confidence
level.
100%
90%
58%
32%
73%
27%
93%
78%
15%
Brand A Brand CBrand B
2013SantiagoSolutionsGroupInc.

28. 28
X
2013SantiagoSolutionsGroupInc.

29. 29
Nearly All
Extremely
Satisfied
Customers
Mention They
Would Renew
2013SantiagoSolutionsGroupInc.

30. 30
Customers Who Are Not
Extremely Satisfied Are
Twice As Likely To Shop And
Compare
2013SantiagoSolutionsGroupInc.

31. Earning the Holy Grail of “Extremely Satisfied”
from Your Connected Customers
31
2013SantiagoSolutionsGroupInc.

32. Earning the Holy Grail of “Extremely Satisfied”
from Your Connected Customers
• If you can’t do it all -
understand which are the
most important touch points
for your customers
32
2013SantiagoSolutionsGroupInc.

33. Earning the Holy Grail of “Extremely Satisfied”
from Your Connected Customers
• If you can’t do it all -
understand which are the
most important touch points
for your customers
• Understand the differences
between your customer
segments – be they culturally
or generationally founded
33
2013SantiagoSolutionsGroupInc.

34. Earning the Holy Grail of “Extremely Satisfied”
from Your Connected Customers
• If you can’t do it all -
understand which are the
most important touch points
for your customers
• Understand the differences
between your customer
segments – be they culturally
or generationally founded
• Use advanced analytics
tools to hone your customer
experience strategies and
create a win-win situation for
your customers and for your
business
34
2013SantiagoSolutionsGroupInc.

35. Most Common High Impact Touch points Include…
35
Remembering that no two companies are the same…
2013SantiagoSolutionsGroupInc.

36. Most Common High Impact Touch points Include…
36
Sales Process: From initial contact to purchase decision
to on-boarding - Customers want to feel like they have
made a good decision and are comfortable with it
Remembering that no two companies are the same…
2013SantiagoSolutionsGroupInc.

37. Most Common High Impact Touch points Include…
37
Sales Process: From initial contact to purchase decision
to on-boarding - Customers want to feel like they have
made a good decision and are comfortable with it
Remembering that no two companies are the same…
Customer Understanding of Benefits: Particularly for
more complex products (ie. Insurance, Financial Services,
Telecom), Customers want easy to understand and easily
“referenceable” explanatory materials
2013SantiagoSolutionsGroupInc.

38. Most Common High Impact Touch points Include…
38
Sales Process: From initial contact to purchase decision
to on-boarding - Customers want to feel like they have
made a good decision and are comfortable with it
Remembering that no two companies are the same…
Customer Understanding of Benefits: Particularly for
more complex products (ie. Insurance, Financial Services,
Telecom), Customers want easy to understand and easily
“referenceable” explanatory materials
Contact Center: As the voice of your company, cultural
and life stage understanding are central to first call
resolution and that extremely satisfied call experience
2013SantiagoSolutionsGroupInc.

39. Most Common High Impact Touch points Include…
39
Sales Process: From initial contact to purchase decision
to on-boarding - Customers want to feel like they have
made a good decision and are comfortable with it
Remembering that no two companies are the same…
Customer Understanding of Benefits: Particularly for
more complex products (i.e. Insurance, Financial Services,
Telecom), Customers want easy to understand and easily
“referenceable” explanatory materials
Contact Center: As the voice of your company, cultural
and life stage understanding are central to first call
resolution and that extremely satisfied call experience
Community: Overarchingly, a presence and locally visible
support of community is core for multicultural segments.
2013SantiagoSolutionsGroupInc.

40. Q&A:
Have a Question?
If you have a question, type your it
into the chat box below the
presentation.
We will address as many questions as
possible within our allotted time.
If we are not able to answer your
questions feel free to contact SSG at
Erin@SantiagoSolutionsGroup.com
2013SantiagoSolutionsGroupInc.

41. About Santiago Solutions Group
We build on our management experience (P&L) and
econometric research.
We blend general market and a non-static view of Hispanic,
Multicultural & Millennial segments.
We focus on the highest market opportunities and strategies
that advance efficient Total Market growth.
As a partner we can guide your implementation across the
organization with particular expertise integrating strategy, branding,
marketing new P’s, customer experience, digital engagement,
marketing operations, marketing effectiveness, in-store and overall
organization preparedness.
© 2012 Santiago Solutions Group Inc. 41
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2013SantiagoSolutionsGroupInc.

42. Thank You
Subscribe to the
SSG monthly
Newsletter
www.SantiagoSolutionsGroup.com/subscribe
Follow Santiago Solutions Group
@Santiago_Group
@Carlos_SSG
Connect with Carlos Santiago
+1 818.736.5661
www.SantiagoSolutionsGroup.com
2013SantiagoSolutionsGroupInc.

43. Thank You To Our Supporters
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2013SantiagoSolutionsGroupInc.